Panasonic and Kao Attack team up to launch the "#Senkaku" Project [Alexandros] Original new song chosen as theme song

Panasonic and Kao Attack launched the joint "#Senkaku" Project on October 19th, [Enjoy Laundry Day], with the hope that people will find enjoyment and feel joy in laundry, one of their daily household chores.

To kick off the project, they conducted the "#1019 People's Honest Thoughts on Laundry" survey to gather public opinions on laundry during the pandemic. Through the survey, they collected relatable laundry stories—from common struggles and mishaps to favorite aspects and happy moments. The gathered voices were categorized into three themes: "#MyLaundry," "#LaundryQuestions," and "#MyLaundryYourLaundry." This revealed that even something as simple as laundry encompasses diverse perspectives, values, and concerns.

Additionally, we released the '#Laundry Manual Movie' to solve various laundry questions. It addresses laundry doubts from three initial perspectives: #ProperLaundry, #NewLaundry, and #TrustworthyLaundry. Moving forward, we will use the movie to present various laundry options and offer a new normal #Laundry tailored to each lifestyle.

Furthermore, coinciding with the project's launch, we unveiled a #Laundry commercial featuring an original theme song written by Yohei Kawakami of the popular rock band [Alexandros]. Regarding the song's creation, Kawakami commented, "When I deeply contemplated 'laundry,' I felt it represented 'modesty' and 'a precious act of washing away the self of today to be reborn tomorrow.'"

The currently airing "#Senkaku" commercial features Alexandros's Yōhei Kawakami himself, who wrote the lyrics and composed the music, performing an acoustic rendition of the newly written song.

Another notable aspect is the project's media and PR mix. From October 19th for about a week, the #Senkaku CM aired via OOH takeovers in Shibuya, Shinjuku, and Dotonbori. On Twitter, the official accounts of Panasonic, Kao, and [Alexandros] collaborated to engage fans in interactive exchanges. Other initiatives included YouTube video distribution and the radio program "Oto, wo Kasu" (sponsored by Panasonic), hosted by [Alexandros]'s Yohei Kawakami. This featured an original segment introducing the #SenkakuProject alongside program-linked radio commercials, implementing cross-media, integrated strategies. This expanded beyond traditional advertising, maximizing reach and engagement.

OOH broadcast in Shibuya

OOH Display in Dotonbori

Twitter Trend Takeover Plus

■Panasonic Special Website Here

■Kao Special Website Here

■ Watch the "#Senkaku" CM here

■What is October 19th [Enjoy Laundry Day]?
October often brings clear autumn skies, making it a season with temperatures and humidity ideal for laundry. It's also a time when sports festivals, cultural festivals, and outings generate lots of dirty laundry. Rather than just calling for reduced household chores, this "Laundry-Friendly Weather" inspired the creation of October 19th (1000 sen / 19 toku) as a commemorative day to actively enjoy doing laundry.